A rather clever idea by our friends over at Picture Production Company has just launched: a wiki for Fox’s Fantastic Four film release.

The idea is simple, viewers can change, edit and submit to the website in Wikipedia style. The base level content is everything you expect to find on a film site – background, trailers and more about the Marvel comics.

Without the need for registration, no one is accredited for adding to the site. And I wonder if this makes a difference. Do fans want to have their names associated with the film content? My gut feel is that they would love their names in lights – an ego thing!

It is also rather difficult to see what has been recently added. So looking through, it is impossible to asses whether fans have made a contribution yet. It seems the site has only just gone live so may take some time to develop. May really take off when the film launches in each country and the trailers and PR machines start up proper.

A quick check on Google shows that it already has 19 links from niche sites and bloggers. Technorati uncovers 30 sites linking to the URL and a good positive sentiment. One would hope that this increases as the film rolls out.

I have to say, I love the idea. It is participation, and relinquishing control of a brand, at its best. Created in multiple languages it allows for regional variations too. There is also a sister site that lets you download and grab games for your blog and website. A very cute way of ensuring the spread of information and branding across the web.

The bit that appears to be missing, and in all fairness might be in the pipeline, is alerting the blogosphere. A bit of relationship building with influencers would help spread the word. The conversation activity so far seems to be a bit organic and random. A general thumbs up from me though: great to see companies experimenting with wikis.

Technorati Tags: wiki, Wikipedia, participation, blogosphere

Bookmark It

Hide Sites

Well I am posting again on infographics sooner than I first expected! Two separate initiatives have recently gone live on the BBC – showcasing great use of visual online tools.

The first is a visual timeline allowing the viewer to ‘explore all of British history, from the Neolithic to the present day’. You can zoom in and out of different periods in history, following pre-set themes or jump around to learn about specific points in time.

The second again is based upon a timeline, showing the seven ages of rock music. Designed to support a TV series, the site also incorporates some great functionality – from video content that can be grabbed and posted on blogs and social network personal profile pages, to ‘tag clouds’, showing what music acts people are most interested in.

So the US isn’t as far ahead as I first thought! There is plenty of functionality that brands can use here to support their marketing activity online. If the BBC simplify something as complicated as Britain’s extensive history from Neolithic times, there is plenty of scope to describe products and services in an interactive, engaging way.

Also, the more something can be grabbed and shared with family and friends the more success you’ll have in this spread across the web and reaching the right people. The BBC definitely has cottoned onto this – will be interesting to see where this ends up.

Technorati Tags: infographics

Bookmark It

Hide Sites

I’ve been finding myself using the word ‘infographic’ more and more frequently recently. The online medium offers PR new tools and areas of creativity previously just not possible. Increasingly, we’ve been finding that the best solution to communicating complicated messages and concepts online has been to use visual representations. These can be anything from still images or video content to widgets and interactive micro-sites.

Whereas in the past, PR traditionally relied upon words, images, interviews and the odd real-life stunt or event to communicate, online offers whole rafts of new, different ways to get across a message.

There are suddenly far more tools at our disposal. Our role is taking a client brief – understanding what they want to communicate – and translating this into the best online medium for the target audience group. The key aim being to create social currency: Valued content for a specific audience group that inspires them to talk about and share it with friends and contacts online.

So we are always on the look-out for new and different ways to create social currency, to inspire conversation and debate. When fresh, new examples pop up I will run these on this blog – giving some insight into what is happening online and how it can be best used to support a company’s communications.

To kick this off, I’ve turned my attention across the pond to the recently updated USATODAY site – who seem to have experienced a Eureka moment in the past few months. There is now a dedicated ‘Interactivity’ section on the site, which uses all manner of different online tools to track news developments and provide entertainment respite. Have a play around and see what you find.

One infographic that particularly stands out is ‘Going Green’ a visual depiction of what can be done to lower the average home’s carbon footprint. This follows an earlier journalist article and invites user contributions, with readers being able to add their own suggestions and send on to friends.

Its great to see a traditional media site beginning to creatively play with the Internet as a medium – this is only the beginning…..

Technorati Tags: infographic, social currency

Bookmark It

Hide Sites

A new corporate communications service has just launched, charging companies £300 a pop to respond to comment appearing online. By providing a ready, SEO-friendly platform, newscounter is hoping brands under fire will turn to them to get their message across.

Unfortunately, I think it misses the point entirely. Newscounter’s founders clearly have spotted the growing need for companies to manage their brand reputation online. But have missed the fact that there are more effective – and frankly cheaper – ways to achieve this.

A company blog offers everything that newscounter offers and more. If a blog has existed for an appropriate length of time, the number of links it collects from peers in the blogosphere ensures that it too is endearing to Google’s SEO spiders. Comment can also posted at will – for free.

However, the most important benefit is that a blog provides an opportunity for readers to post their own comments in response. And this is where newscounter really falls down. Aside from the prohibitive cost of £300 whenever a company wants to add something else to a certain debate, there is no mechanism to encourage and foster dialogue.

I find that these things often come down to natural common sense. If you think of a house party, with everyone discussing a topic in the living room, newscounter would be the equivalent of putting up a loud, brightly coloured poster in the dining room. Not in tone with the party atmosphere and easily disregarded. People might see if it every now and then through the French Doors, but will more than likely continue their own conversation regardless.

How loud a poster of course depends on newscounters’ success in the coming weeks. I suspect it may pale and fade quickly.

Technorati Tags: SEO, newscounter, company blog

Bookmark It

Hide Sites

Superb video from Geert Desager. Simple, effective, story telling at its best…

Bookmark It

Hide Sites

Anthony Lilly of Magic Lantern has a column in today’s Guardian looking at the explosion in online video. He suggests that the amount of content now online has resulted in us viewers not being able to find the balanced view: the facts. And that with no editorial policy on sites like You Tube the result is a lack of context for our new found voices.

Allen has resolved this issue by proposing that public service broadcasters and newspapers can help with an editorial sensibility.   Whilst I applaud his idea that mainstream media should link out from their protected walls and debate on the voices outside their websites, I do have concerns that ‘we need’ editorial to guide us through the online noise.

After all, people now trust their peers, friends and family more than the press and media. And surely the comments on sites like You Tube, along with the votes, tend to guide us. We intrinsically follow the influencers and the wisdom of crowds, through link love, is reflected in the rankings in Google.

So yes let’s encourage the media to comment outside its enclave and stretch out the debate into the blogosphere. But let’s not suggest that this will deliver anymore than just another side to a story. Another viewpoint. The voice of the people is just as valid, offers just as much context and can inform just as well.  

Technorati Tags: mainstream media, You Tube, wisdom of crowds, link love, blogosphere

Bookmark It

Hide Sites

Digital marketing agencies are increasingly looking to tap into the conversation on social media. Those that have expanded beyond the marketing push are reaping the rewards and finding that buzz around online campaigns can dramatically shift perceptions, drive visitors and enhance objectives.

I am on a panel at the next BIMA Dialogue on the 24th May. Matt Morison of RMM chairs the panel discussion called, ‘Igniting buzz with social media relations and online PR’. I shall be sat alongside Mark Rogers at Market Sentinel and Dan Light at Picture Production Company.

They both have some amazing case studies to example. Mark’s are Avis and Intuit and Dan will show he engaged with bloggers for the Warner Bros release, 300. I am intrigued to see how he organised an advance preview screening of the movie for an audience of UK bloggers using PPC’s island on Second Life.

Me, well I shall be outlining the success of the Sony BRAVIA ‘Paint’ campaign that we managed last year. Already pretty full, I understand there are a few places left. So feel free to book a place on the BIMA website.

Technorati Tags: Digital marketing, social media, buzz, Market Sentinel, Second Life, Sony BRAVIA

Bookmark It

Hide Sites

BIMA Awards 2007 is now open for entries. Celebrating creative excellence, the association has teamed up with Digit this year to award best practice in interactive design.

We are advisors to the British Interactive Media Association (BIMA). The association is managed by the industry for the industry and has been running awards for digital creativity for 23 years – and that is old in new media terms.

BIMA has reviewed the categories and the judging criteria. You can enter the awards and find more information on the BIMA website

Technorati Tags: Digit

Bookmark It

Hide Sites

Emily Bell has run an article in today’s Media Guardian commenting on the Guardian’s new look homepage that grabbed my attention. Most interesting is a point referenced to Jeff Jarvis, highlighting the recent drop in importance for the homepage. Visitors to a site are increasingly more likely to arrive directly at content within a site than land on the homepage. Search engines and links on other sites point people to articles and features – avoiding the front door and plonking them straight into the living room.

Admission by the Guardian

Admission of this by the editor-in-chief of Guardian Unlimited only goes to show the huge reliance media has on other sites – social media in particular – to drive traffic and gain exposure online.

This follows an announcement a few weeks ago by NBC Universal and News Corp, planning a rival to YouTube to hold prime time content such as 24 and House of Heroes. What really interested me when this came out was that they are planning to rely upon social media networks for distribution. Viewers will be able to take a video of 24 and post it on their own blog or MySpace page.

Media owners clearly understand that it is their content – whether that be the most recent article by Emily Bell or latest episode of 24 – that drives traffic.

Engaging with Social media

And this is why NBC Universal and News Corp are planning on engaging with social media. By making it easy for people to share and pass around their content online, they are driving monetisation. In NBC Universal and News Corp’s case, having a video posted on a personal blog is fine, because the eventual viewer will still be privy to the advertising contained within it. In the Guardian’s case, a proliferation of links pointing back to articles all serve to maximise traffic back to the advertisement-filled site.

So, in this new world of reliance on consumer endorsement, what can media owners do to ensure success? The first prerequisite is of course that the content itself stands out. The second is to build a solid understanding of social media relations. Which key online influencers should media titles be striking relationships with? What formats do social media commentators prefer? What are their passion points? What are the pitfalls to avoid?

In this sense media faces many of the same challenges online as brands. Perhaps the two-way relationship between PR and media is set to grow even more complicated!?

Technorati Tags: social media networks, social media, social media relations

Bookmark It

Hide Sites

Engaging online really does mean you need a thick skin. Well the Guardian does at the moment, since it launched its new look website last week. This article from the Guardian reveals that no matter the consultation with the online community, there are still detractors. Some felt their views didn’t count others that they had been ambushed by the redesign.

Siobhain Butterworth gives a balanced view of the comments – with not too much rebuttal (although you get the feeling she would like to). I guess the lesson here is that you can please all of the people all of the time!

And on a personal note, I didn’t like the redesign either (too many pics), but then I don’t care. I find what I want through the search box and newsletter links so never notice the home page. The content is what counts for me: and that’s what I come to the Guardian to read.

Technorati Tags: content

Bookmark It

Hide Sites